Ad Analysis/Design Criteria

1.     USPS AD: Print

This ad has a radiation structure. The repetitive pattern of the license plates lead to the mailman in the center of the ad.  The placement of the mailman in the ad creates a visual weight, giving the ad a centered balance. The ad is symmetrical when divided by the left and right vertical axis. The symmetry and balance make it simple to understand the ad and grasp the key points.  The mailman and the license plates contrast one another creating an emphasis on the key point of the ad, the USPS (one service as a whole, represented by the mailman) can provide the same service for the same price to people all over the US (represented by the license plates).  The mailman and license plates serve as the figure of the ad while the text in the background inform the literal message of the images.  The license plates are uniformly grouped and positioned in a repetitive manner. The distance between each license plate is identical giving an equal frequency. The repetition of “4.95” in bold lettering emphases the flat rate applicable to all states. Although the license plates are uniform in shape and size, each has a different design to represent the different states. The white space in the ad allows the text to stand out above and below the images.


2. American Airlines Ad - Billboard

  The contrasts of the image and text in this ad create a tight and loose structure. The positioning of the image in the ad creates diagonal movement in direction. The objects in the image direct the eyes to both the text in the top and bottom of the ad. The ad is symmetric if split diagonally, which also contributes to the direction of the ad. The white space in the top and bottom of the ad contrast with the colorful image in the center of the ad. The  contrast allows clarity of the text.  The eyes are first directed to the large size of the the image, which then directs attention to the more simple and plain text. The image includes similar repetitive objects grouped together, adding more emphasis to the direction of the ad.  The space between each object also has an equal frequency.

3.  Google AdWords Ad - Print 

The image in this add has a formal structure. Other than the single red dot positioned in the upper left corner, this ad is symmetric to the left and right of the vertical axis. The red dot contrasts the large group of blue dots. The the grouping of blue dots has an identical distance between each dot, creating an equal frequency repetition. The white space in the ad allows the two polarities of red and blue to stand out. The positioning of the dots and colors (red at the top and bottom and blue in the the center) enables a connection between the single red dot and the matching red text.

4. Vanguard Ad - Print 

This ad has an informal structure. The positioning of the two text boxes in the upper left and lower right corners create a balance and diagonal symmetry. The contrasting positioning of the texts also enables the eye to move from one message to the other. Because the messages are formatted in a clear and simple manner, the text (or figure) stands out easily against the more loose ground. 

5. Crest Ad - Online

This ad has an informal structure and lacks balance and symmetry. The lack of structure and positioning of text and images allow each point in the ad to stand out individually. The size of the toothpaste box (the figure) is proportionally larger than the text size, which emphasizes the actual product itself. The Crest logo is repeated twice in the ad, further emphasizing the product. The stream of water flows downward toward the box and directs the eye to the toothpaste box. The text centered in the middle contrasts the rest of the ad. The clean and simple font of the text prevents the message from getting lost amidst the images.